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HOW BRANDS & PEOPLE CREATE
Jci Okoh presented on how brands can create value by building meaningful relationships with people. He discussed how consumer needs have changed and people now want brands that fulfill emotional and rational needs through transparency, responsiveness, and social commitment. Okoh showed that when brands meet societal needs through storytelling, participation, and adapting to customers in real-time, it delivers business value by increasing purchase recommendations, defense of the brand, and content sharing. He concluded that brands must have a clear purpose and evolve to include both brand promise and commitment to create a true value exchange.
HOW BRANDS & PEOPLE CREATE
- 1. HOW BRANDS & PEOPLECREATE YOUTH CONVENTION | OCTOBER 2017 A VALUE EXCHANGE Presented by
- 2. @JciOkoh Jci Okoh isManaging Partner of Scepters Corporate Ltd. He possesses an extensive knowledge of innovation, entrepreneurship, social entrepreneurship development, social media, and marketing. He is Africa’s number one brand evangelist as attested by Facebook in 2011. He aligns with companies and causes that empowers people, democratizes technology, and makes the world more of a meritocracy. In addition to his work at Scepters, he is a writer (five books), a speaker, startup adviser, trustee of several companies, brand and evangelist for organizations. Jci OKOH also serves as the Project Director of the African Dance Academy & Festivals with various donors and has worked on projects in several African countries. Prior to joining ADAF, he founded the Scepters Corporate, an information communications firm, he is also the convener of IConference, an unconventional conference that drives government collaboration and organizations in a vendor neutral way
- 3. THE PROBLEM why it's hardto go solo traveling WHAT’S BRANDING? It’s the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. •“Branding is the art of aligning what you want people to think about your company with what people actually do think about your company.” Jay Baer.
- 4. THE PROBLEM why it's hardto go solo traveling A VALUE EXCHANGE STARTS WITH PEOPLE’S NEEDS CONSUMER NEEDS People’s needs have changed due to an increasingly complex and interconnected world.
- 5. MATCHED BY WAYSBRANDS CAN FULFILL THESE NEEDS CONSUMER NEEDS Actions brands can take to fulfill these new consumer needs. BRAND BEHAVIORS
- 7. WE COMPARED CONSUMER NEEDS… 1.I can count on the brand to deliver consistent products or services 2. The brand delivers what I need from a Product or Service 3. I want to be associated with the brand 4. The brand is an essential part of my life 5. I respect the company’s leaders 6. I feel good buying this company’s products or services 7.I feel good about this company’s commitment to its community 8. I believe in the brand’s purpose 9. I feel the brand cares about more than itself
- 8. TO WAYS BRANDS COULDFULFILL THESE NEEDS… 1. Acts with a clear mission and purpose at its core 2. Takes a stand on issues of importance to individual consumers 3. Communicates transparently about how its products are sourced and manufactured 4. Is open about company performance and holds leaders accessible 5. Openly shares its vision for the future 6. Shares company history and heritage openly 7. Invites consumer participation in product development 8. Invites consumers to represent products and services to their social networks 9. Invites consumers to interact online 10. Invites consumers to participate in events and live experiences 11. Helps people achieve their personal goals 12. Uses its resources to drive change in the world 13. Is quick to respond to people’s concerns and complaints 14. Offers many ways for consumers to ask questions and share opinions
- 9. AND EVALUATED HOWTHEY COMBINE TO DELIVER BUSINESS OUTCOMES PURCHASE RECOMMEND DEFEND SHARE PERSONAL INFORMATION SHARE BRAND CONTENT
- 10. L I TT L E V A L U E F O R T H E C O N S U M E R I N T H E C U R R E N T V A L U E E X C H A N G E WE LEARNED THERE IS:
- 11. 66% One-sided relationship PEOPLE CONTRIBUTE. BRANDS BENEFIT. THEREIS LITTLE VALUE EXCHANGE. 70% Brands have self-centered desire to increase profits 34% Shared relationship 30% Sincere commitment to their customers
- 12. E M OT I O N A L A N D R A T I O N A L N E E D S A R E M E R G I N G WE LEARNED THERE IS:
- 13. 87% Want more meaningful relationships with brands PEOPLEWANT MORE VALUE FROM BRAND RELATIONSHIPS 17% Think brands deliver
- 14. M E ET I N G S O C I E T A L N E E D S D E L I V E R S R E A L B U S I N E S S V A L U E WE LEARNED THERE IS:
- 15. PEOPLE DEMAND GREATER RESPONSIVENESS… RESPONDQUICKLY TO PEOPLE’S CONCERNS AND COMPLAINTS GIVE MANY WAYS TO ASK QUESTIONS AND GIVE OPINIONS 78% PEOPLE SAY IT IS IMPORTANT
- 16. PEOPLE WANT INCREASED TRANSPARENCY Percentage ofpeople who feel it is important for brands to communicate openly and transparently about how products are sourced and made
- 17.
- 18. 52% STORYTELLING & STORY SHARING OFRESPONDENTS THINK IT’S IMPORTANT TO INVITE PEOPLE TO BE A PART OF THE PRODUCT/SERVICE DEVELOPMENT AND REFINEMENT PROCESS
- 19. PROMOTE YOUR BRAND BYINVITING PEOPLE TO ACTIVELY PARTICIPATE IN WAYS THAT ARE MEANINGFUL TO THEM RECOGNIZE THAT PARTICIPATION COMES IN MANY FORMS
- 20.
- 21. 80% EVOLVE YOUR BRAND TOINCLUDE BOTH BRAND PROMISE AND BRAND PURPOSE OF CONSUMERS BELIEVE BRANDS MUST HAVE A CLEAR REASON OR PURPOSE
- 22. ALIGN MARKETING AND CORPORATE COMMUNICATIONS EFFORTSTO ENSURE YOUR STORY IS HEARD AND SHARED
- 23. ALWAYS ON & ALWAYSADAPTING
- 24. 87% LISTEN, LEARN AND ADAPTBASED ON WHAT PEOPLE TELL YOU ABOUT THEMSELVES AND YOUR BRAND OF RESPONDENTS FEEL THEY SHOULD BE ABLE TO COMMUNICATE AND INTERACT WITH BRANDS QUICKLY, IN REAL- TIME
- 25. PROTECT YOUR BRAND BYINCORPORATING CUSTOMER SERVICE INTO YOUR MARKETING STRATEGY
- 26. THANK YOU! www.scepters.net jci@scepters.net |+234 909 050 0088 | Lagos, Nigeria Copyright ©2017 Scepters Corporate Ltd. All rights reserved. All information contained herein is confidential and proprietary to Jci Okoh